SPECIAL EDITION PERNOD RICARD PUTS … · november 2013 / the tasting panel / 3 4 The Wit and...

A TASTING PANELSPECIAL EDITION

PHOTO: JASON KINDIG

PERNOD RICARD PUTS WHISK(E)Y

FRONT AND CENTER

Whiskey Book.indd 1 10/21/13 6:19 PM

november 2013 / the tasting panel / 3

4 TheWitandWisdomofWhisk(e)yPernod Ricard Manages an Ever-Growing Category

7 On-PremiseWiththePernodRicard Whisk(e)yPortfolio

The Mixology Community Vouches for the Versatile Range

11 ACommitmenttoFineWhiskiesThe Pernod Ricard Stable of Products is Award-Winning and Well-Received

12 WinterWhisk(e)yCold-Season Cocktails Get Warmed up with Whiskies

13 SharingScotchValue Added Packages Give Retailers the Perfect Presents for Holiday Shoppers

A TASTING PANELSPECIAL EDITION

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Looking for Irish Whiskey?Check out the attached booklet for more information on Pernod Ricard’s Irish Whiskey offerings, from superstar brand Jameson, to newly-launched PADDY! There’s an Irish Whiskey for everyone in this portfolio!{


4 / the tasting panel / november 2013

THE WIT AND WISDOM OF

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The Glenlivet has long stood at the forefront of Pernod Ricard’s Scotch

single malt whisky portfolio.

by ELYSE GLICKMAN



You could credit the rise of the whiskey category and Pernod Ricard’s role in it to simply good, old fashioned Irish luck. As a mat-ter of fact, there’s an Irish whiskey to suit every personality and pas-sion, from Jameson to PADDY and Powers. However, there’s more to the story according to Paul DiVito, Vice President of Marketing, Irish & North American Whiskies, and Wayne Hartunian, Vice President of Marketing, Scotches & Cognac at Pernod Ricard USA.

While DiVito cites Jameson as the brand that put Irish Whiskey on the map, other Pernod Ricard whiskey brands are shaking things up with product launches, line extensions and concerted efforts to ensure the outdated notion of whisky being a “man’s drink” give way to a new reality that whiskey is a universal and

unifying spirits category that will keep business booming.

The Growth of a Category“There are a number of

reasons why the category has grown up,” observes DiVito. “There was a counter-movement away from the hype and bling [of the late 1990s] towards history and authenticity. This gave rise to the local craft spirits movement, classic mixology and artisanal products with a great backstory. Through our research for deciding how we would approach future whisky category opportunities, it became clear that while the drinker today

seeks brands that have a great energy, they also seek brands with a heritage and history.”

Hartunian, meanwhile, believes the timing of the whiskey category’s renaissance could not be better in terms of opening out and broadening the portfolio.

“There is a significant opportunity with whiskey in the U.S., thanks to the fact that the segments within the category are accelerating in pace of growth and premium-ization,” Hartunian says. “Not only has our whiskey portfolio been performing strongly over the past few years, it continues to do even better each year as existing and new markets discover and embrace both established brands and fresh extensions.”

Extending Outside the BoxWhile the more than 200-year-old PADDY Irish Whiskey brand

is getting a new lease on life this fall with a package redesign, it is broadening its audience and demographic appeal with the freshly-launched PADDY Devil’s Apple and PADDY Bee Sting flavor extensions.

“People always ask me about how I feel about PADDY flavored whiskies and their impact on the category, and my answer is simple: We love it,” says DiVito emphatically. “It appeals to people who would have probably taken an extra five years to discover the category. While many of them, thanks to mixology, are interested in an authentic whiskey experience, their palates may not be ready for it. To have them engaging with products like the PADDY flavored whiskies invites them to embark on that whiskey journey sooner.”

On- and Off-Premise Partners“Mixologists and retailers are extremely important partners,

as they are key in educating consumers on the brands,” affirms

PERNOD RICARD’S BROWN SPIRITS PORTFOLIO

Pernod Ricard’s Jameson: The brand

that put Irish Whiskey on the map.

Paul DiVito, Vice President of Marketing, Irish & North American Whiskies at Pernod Ricard USA.

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Hartunian. “Thanks to the strong engage-ment of bar employees and distributors behind the portfolio, our brands are the category leaders and primary drivers of growth in the two fastest growing spirits categories in the U.S.: Irish whiskey and single malt Scotch whisky. From a retailer standpoint, our Category Management initiatives further educate the trade on not only how well these categories are performing but also provide guidance on what they can do to leverage that potential.”

“Every kind of establishment, from upscale mixology bars to friendly neigh-borhood dive bars, now have access to a portfolio of amazing brands that they can not only offer their customers, but also experiment with,” adds DiVito. “The Old

Fashioned, the Sour and the Manhattan—as well as modern cocktails inspired by those original recipes—are essential staples on many bar menus throughout the U.S. We’re not just talking about Irish whiskeys, but also Canadian whiskeys and Scotch single malts enjoying outstanding growth numbers.”

Celebrating Scotch and CanadaWhile Pernod Ricard’s The Glenlivet has

long represented the company well in the Scotch single malt whisky arena, Hartunian says that Pernod Ricard’s efforts to further build on the brand’s success is paying off.

“The Glenlivet has done this by actively recruiting consumers and making single malt scotch more approachable,” explains Hartunian. “Consequently, more consumers

on the ‘whisky journey’ are making it to the single malt scotch category and at a faster pace. An example of this is ‘The Glenlivet Nights of Passage,’ an experiential series of events we’ve developed to further that along. It mentors new to single malt scotch consumers in demystifying single malt scotch and playing up its premium quality, while bolstering communication built around their customers’ various lifestyle passion points.”

DiVito adds Canadian whiskey producers will be rising to the occasion, thanks in part to an alliance with Corby Distilleries, which controls 70% of the whiskey production out of Canada. Some of Corby’s biggest names—JP Wiser’s Rye Whisky, JP Wiser’s Spice Whisky, Pike Creek Whisky—are headed south to the U.S. for a fall rollout. DiVito notes big things for these discovery-worthy brands are in the works for early 2014.

“We’re very fortunate to have such a well-rounded portfolio,” assesses DiVito. “The single most satisfying aspect for me professionally is being part of the Jameson story, especially a decade ago when whiskey emerged as a success story in the American beverage industry. Now, when we look at the journey the consumer undertakes, from there, he or she is poised to take on a new adventure of discovery with our other brands.” n

The Chivas range of blended Scotch whiskies.

Wayne Hartunian is Vice President of Marketing, Scotches & Cognac at Pernod Ricard USA.

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Well known for being a bar industry hangout, New York’s Saxon + Parole, the restau-

rant on The Bowery known not only its award-winning bar program (voted “World’s

Best Restaurant Bar” at Tales of the Cocktail 2013) but also its cuisine, was created by

one of the city’s most respected chefs, Brad Farmerie, to feature dishes and cocktails

based on tradition, with a modern twist.ON-P

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FOLIO Across the country, the mixology community is vocal in its dedication to Pernod Ricard’s large

and versatile range of Scotch and Irish whiskies. We recently visited two important accounts in New York City to see how these top-notch professionals are using these mixable spirits.

Bar Manager Masa Urushido at Saxon + Parole, with the

bar’s bottled cocktails on the shelf behind him.

COCKTAIL GOSPELAT THE BAR INDUSTRY’S GATHERING PLACE SAXON + PAROLE IN MANHATTAN, PERNOD RICARD’S CLASSIC WHISKIES “FIT THE BILL”

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What gives Saxon + Parole that industry appeal is not visibly apparent at first, as its cocktails, while they have proprietary names, are all based on classics like the Collins, the Mule, the Sour, etc. However, delve a little deeper into each, and you’ll realize that these cocktails all have been adapted for very discerning and adventurous palates through the use of techniques such as sous-vide preparation and through ingredients that are all made in-house, including their tonic water, bitters and even the pickled onions for the Gibson.

“We don’t have a huge list of cocktails, and therefore our avail-able list of spirits is also limited,” says Bar Manager Masa Urushido, who opened Saxon + Parole alongside original cocktail program director Naren Young and is now in charge. “So we want to make sure the spirits we use are the best we can get. Pernod Ricard’s portfolio fits that bill nicely, and we feature both Jameson and

Chivas Regal whiskies in our lineup,” he adds.Saxon & Parole’s affinity for Pernod Ricard whiskies is simple:

“They are European classics with good name recognition that work in any bar environment, and we find they fit perfectly into the cocktail gospel we’re preaching,” says Urushido. “In fact, Jameson Special Reserve Black Barrel is the base of our current bottle-aged cocktail in our signature cocktail program, a membership for our customers that features a different bottle-aged cocktail each month, and which they can buy and store at the bar for consump-tion at anytime.”

It’s a perfect relationship for both Saxon + Parole and Pernod Ricard, both of whom are known within the industry for sharing freely of their ideas not just on spirits, but also the cocktails they help create. —David Ransom

COCKTAIL RECIPES BY MASA URUSHIDO

BARREL-AGED PRINCE EDWARD COCKTAIL

✦ 2 oz. Chivas Regal 12 Year✦ 1 oz. Lillet Blanc✦ ½ oz. Drambuie✦ 1 dash of lemon bitters✦ Twist of lemon peel over baby’s breath garnish

✦ Served up, in a frozen coupe glass.

BOTTLED TIPPERARY COCKTAIL

✦ 2 oz. Jameson Special Reserve Black Barrel✦ 1 oz. sweet vermouth✦ ½ oz green Chartreuse✦ 3 dashes of orange bitters✦ Lemon twist for garnish

✦ Served up, in a coupe glass.

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PERNOD RICARD WHISKIES ARE STAPLES AT THE FLATIRON ROOM IN NYC

GO-TO BRANDSWhen Tommy Tardie opened The Flatiron Room in New York City in September 2012, it was with the sole purpose of creating a civilized environment that featured live music and small bites for his customers to enjoy with the world’s whiskies. And, it’s safe to say, Flatiron Room has many whiskies to choose from.

“We have just over 750 different whiskies in the house,” says Tardie, who spent years in advertising before “retiring” to open this mecca to brown spirits. “Once you start a program like this, you have a certain obligation to stock [almost] everything, and when people come in, they expect to find rare, esoteric brands and limited bottlings alongside more well known offerings,” he adds.

Some of his go-to product lines are those from Pernod Ricard, whose whiskies include brands like The Glenlivet, Chivas Royal Salute, Abelour, Jameson, Powers, Redbreast and others, all of which have mul-tiple offerings. “What I love about the Pernod Ricard whisky portfolio is that they are all well known, and each brand has a full lineup of whisky interpretations to choose from,” says Tardie, “so I can sell them neat or give them to my bar staff to use in cocktails.”

Something Head Bartender Alex Valencia embraces with ease. “I’ve been working with Pernod Ricard’s whiskies for years, and love the brands,” says Valencia, who has run the cocktail program at Flatiron Room since it opened and is also a graduate of Pernod Ricard’s BarSmarts educational workshop, which he completed in 2008. “Consumers come in looking for something they recognize and which also appeals to their palate. Pernod Ricard, with so many differ-ent products to choose from, from the entry level Jameson all the way up to the Chivas Regal Royal Select 38 year, does both. I can’t imagine a bar of mine being without them.” —D. R.

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Tommy Tardie intro-duces live music acts at his NYC tavern, The Flatiron Room.



COCKTAIL RECIPES BY ALEX VALENCIA

At the Flatiron Room Alex Valencia has been working with Pernod Ricard’s

whiskies for years and loves the brands.

SCOTTISH ACCENT

✦ 2 oz. The Glenlivet 12 Year Old✦ ¾ oz. lemon juice✦ ¾ oz. simple syrup✦ 3 blackberries

✦ Put the blackberries and the simple syrup in glass and muddle, add the lemon and The Glenlivet. Add ice and shake. Serve on the rocks in a double Old Fashioned glass. Garnish with any seasonal berries.

AUTUMN POET

✦ 2 oz. Jameson Irish Whisky✦ ¾ oz. lemon juice✦ ¾ oz. simple syrup✦ ½ oz. grenadine✦ Champagne

✦ Add first four ingredients into a shaker; shake and strain. Serve up in a flute glass. Top with champagne. Garnish with any berries in season. n

37 WEST

✦ 2 oz. Chivas 12 Year Old✦ ¼ oz. Drambuie✦ 2 dashes Peychaud’s Bitters✦ ¾ oz. simple syrup✦ ¾ oz. lemon juice✦ 3 dry figs or ½ oz. fig purée✦ lemon peel

✦ Muddle 2 figs with the simple syrup, or if you use the purée only add the ingredients. Shake and serve up in a coupe glass or a simple Old Fashioned glass with one ice cube. Twist a lemon peel on top—the oils of the lemon add more flavor to the drink. Garnish with the remaining fig cut in half and put over a lemon wheel with a bamboo stick.



Three thoroughbred whiskies in the Pernod Ricard stable—The Glenlivet, Chivas Regal and Jameson—have ranked exceptionally well in recent judgings at the prestigious San Francisco World Spirits Competition, as well as rating highly with THE TASTING PANEL’s Editor-in-Chief, Anthony Dias Blue, in his own independent “Blue Reveiws” tastings (notes below). Consistent Silver, Gold and Double Gold medals and 90+ scores for the varied expressions of these brands are evidence of Pernod Ricard’s ongoing leadership in the Scotch single malt, blended Scotch and Irish whiskey categories.

FINE WHISKIESA COMMITMENT TO

Anthony DiasBLUE REVIEWS

GLENLIVETGlenlivet 12 Year Old: GOLD – 2013 “Gorgeous nose of wood and spice; peaty, earthy nose; smooth and creamy with toasty oak and lush peaty flavors with notes of butterscotch, spice and fruit; elegant.” 90 points

Glenlivet 15 Year Old: GOLD – 2013

Glenlivet Nàdurra: DOUBLE GOLD – 2011 “Silky smooth and creamy with lush vanilla and gentle spice; mellow, biscuity, feminine and elegant with notes of heather, herbs and lightly toasted oak; lovely, refined and well-mannered. 94 points

Glenlivet 18 Year Old: DOUBLE GOLD – 2009, 2010, 2011, 2012 and 2013 “An exquisite Speyside with smooth oak, lovely toasted plum and spice, especially ginger; long and elegant, complex and seductive.” 94 points

Glenlivet 21 Year Old: DOUBLE GOLD – 2012 and 2013 “Silky, stylish and superb, revealing lay-ers of fruit, malt and smoke; a definitive Speyside malt.” 91 points

CHIVAS REGALChivas Regal 18 Year Old: DOUBLE GOLD – 2013 “Lush aromas of smoke, dry hay and toasted oak; lush and ripe with lovely nuanced and long flavors; smooth and balanced.” 92 points

Chivas Regal 25 Year Old: DOUBLE GOLD – 2011, 2012 and 2013 “Smooth and toasty with lovely depth; rich vanilla and rich notes of dried fruit, espresso and cara-mel; unctuous and elegant with gorgeous texture and luscious flavors.” 94 points

JAMESONJameson Irish Whiskey: SILVER – 2009, 2010 and 2011 “Clean, stylish and assured, with mellow malt and grain tones and a nice finish.” 90 points

Jameson Black Barrel: SILVER – 2012 and 2013 “Lovely caramel, sweet oak nose; creamy, lush and rich with beautiful sweet oak and toasty notes; vanilla, purity and finesse; masterful and intense with great length and amazing elegance; stunning and exceptional.” 94 points

Jameson 12 Year Old Special Reserve: GOLD – 2011 “Fleshy, dense, fat and ripe with unique character.” 91 points

Jameson Gold Reserve: GOLD – 2013

Jameson 18 Year Old Limited Reserve: DOUBLE GOLD 2012

“Smooth nose of honey and dried fruit; lush, mellow and toasted with spice box, dried apple and caramel; very smooth and balanced with notes of vanilla in a long, rich, complex finish.” 93 points

Jameson Rarest Vintage Reserve: DOUBLE GOLD 2011 “Smooth and toasted with lovely dry fruit and rich oak with notes of vanilla, spice and clean, intense flavors; long, supple, elegant and intense.” 93 points n



WINTER WHISK(E)YCOLD WEATHER AND THE UPCOMING HOLIDAYS ARE EVEN MORE

REASONS TO TRY THESE COLD-SEASON COCKTAILSFor many consumers, winter means whisk(e)y. Images of cold weather and fireplaces—and the desire for a delicious, warming drink—send everyone reaching for their favorite whiskies on retail shelves and ordering whiskies on-premise. Try out some of the recipes below for new and creative ways to use whiskies this winter.

Minter Wonder ✦ 1½ oz. Chivas 12 Year Old

Scotch Whisky✦ 1 oz. Becherovka Liqueur✦ 1 oz. fresh lemon juice✦ ½ oz. simple syrup✦ 3–4 leaves fresh mint✦ ginger ale ✦ In a mixing glass, add Chivas,

Becherovka, fresh lemon juice, simple syrup and mint, and shake with ice. Fine-strain into a tumbler over crushed ice, and splash with ginger ale. Cap with crushed ice, and garnish with a mint sprig.

Dad’s Apple Pie ✦ 1½ oz. Paddy Devil’s Apple✦ 1 oz. fresh lemon juice✦ ¾ oz. honey syrup

(1:1 honey: water)✦ 1 dash orange bitters ✦ Add all ingredients to a mixing

glass, and shake well with ice. Fine-strain into a tumbler over fresh ice, and garnish with a lemon zest.

The Glenlivet Fireside✦ 2 parts The Glenlivet 18 ✦ Pour into a glass.

Irish Winter Fizz ✦ 1¾ oz. Jameson Black Barrel✦ ¼ oz. Roth & Winter Allspice

Liqueur✦ 1 dash Angostura Bitters✦ club soda to top ✦ Build over ice in a highball

glass and stir.

Canadian Muletide Cocktail✦ 2 oz. JP Wiser’s Spiced Vanilla✦ 1 oz. fresh lemon juice✦ 3 oz. ginger beer ✦ Build over ice in a highball

glass and stir. n



As the weather cools, the holiday season is increasingly on the minds of the masses. Ideal gifts your customers will love, VAPs (Value Added Packages) draw the consumer not only for their enticing holiday packaging, but for the added extras that accompany the product.

VAPs for Scotch drinkers aren’t quite so simple though. Troy Gorczyca, Senior Brand Manager for The Glenlivet/Single Malts, explains, “Scotch and Single are a must-have gift during the Holidays and The Glenlivet as category leader is innovating each year to satisfy the needs of demanding shoppers.”

Here’s your guide to giving your consumers what they want:

SHARING SCOTCH

THE GLENLIVET“Because Scotch drinkers are so loyal, we really have two targets with these packages,” explains Gorczyca. “And because The Glenlivet attracts both Single Malts enthusiasts and novice Scotch drinkers, it has lined up exciting VAPs to welcome both type of consumers.” With these aims, The Glenlivet offers a variety of VAPs. Here’s your guide to giving your consumers what they want.

The first package offered from The Glenlivet this season is a 750 ml. bottle of the traditional 12 Year Old, accompa-nied by beautifully branded tasting glasses and a booklet explaining the history of the brand along with tasting notes. “Whether the giver or the receiver is the new consumer, this set is perfect for enjoying with someone important. It’s a point of pride for us that we recruit new consumers through our current ones,” says Gorczyca.

The second offering from The Glenlivet encourages experimentation within their portfolio. Along with the brand booklet and 750 ml. bottle of the 12 year Single Malt, this set also includes a 50 ml. of the 15 Year Old and 50 ml. of the 18 Year Old. “This set is really great for existing, loyal customers because it gets them to try, at minimal risk, the 15 and 18. It’s a great way to showcase the portfolio at low risk and high value,” explains Gorczyca.

AS THE HOLIDAYS APPROACH, VALUE ADDED PACKAGES MAKE THEIR WAY ONTO THE FLOORby BREANNE DEMORE



CHIVAS “We’re trying to change the game,” begins Megan Bordi, Senior Brand Manager for Chivas. “We’re creating a program around the theme, ‘Made for Gentlemen.’ Each year is different but this year we are focusing on tailoring.” Take one look at the Chivas 12 Made for Gentlemen Limited Edition Gift Tin and you’ll understand why.

Chivas paired up with Patrick Grant, a modern star of mens-wear from the iconic Norton & Sons of Savile Row in London, to design this striking package that represents the sophistica-tion, attention to detail and impeccable quality expected from both the tailors of Savile Row and the blenders at Chivas. Included in each tin is a bottle of Chivas 12 and, in some states, a classy branded pocket square. In addition, the program offers a sweepstakes for the consumers with the grand prize being a trip to New York City to be fitted for a custom suit at Barneys New York.

Laurent Cutier, Brand Director of Scotch and Single Malts at Pernod Ricard, says, “VAPs are about creating something nice for the customer. Whether it’s a gift or something they bring to the holiday party, we aim to create something really special that has a benefit to the consumer.” n

Along the same lines is The Glenlivet’s triple pack of 50 ml. bottles of each 12, 15 and 18 Year Olds. The perfect introduction to the legendary brand for those new to Scotch, this VAP also allows consumers the unique opportunity to taste the years side by side for comparison.


SPECIAL EDITION PERNOD RICARD PUTS … · november 2013 / the tasting panel / 3 4 The Wit and...

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